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GRIME ARTIST LADY LESHURR LEADS STAR-STUDDED CAST IN NEW ‘#REPRESENT’ CAMPAIGN TARGETING THE BLACK AND ASIAN COMMUNITY

Profero Global

NHS BLOOD AND TRANSPLANT PARTNERS WITH MOBO TO RECRUIT A NEW GENERATION OF BLOOD DONORS

27 October 2016, London: Today, NHS Blood and Transplant and MOBO launches a new online film 'Represent', which aims to drive registrations of blood donors from the Black and Asian community. The film, created by MullenLowe London, features UK grime artist Lady Leshurr and showcases some leading UK celebrities including record breaking Olympian Nicola Adams MBE, TV presenter and wheelchair basketball plater Ade Adepitan, Chuka Umunna MP and MOBO's own Founder and CEO Kanya King MBE.

More people from black and Asian communities are needed to donate blood and register as organ donors. Less than 3% of people who have given blood in England in the last 12 months come from those communities. People from these communities are more likely to have rarer blood types and conditions like Sickle Cell Disease, which require regular blood transfusions. Blood from donors with a similar ethnic background gives the best match and outcomes in the long term. 

With this in mind, NHS Blood and Transplant has formed a unique and ground-breaking partnership with MOBO as part of its MOBO Season. Now in its 21st year, MOBO continues to motivate, elevate and celebrate excellence, through a series of agenda-setting cultural events and pivotal partnerships leading up to and beyond the MOBO Awards which, this year, will take place on Friday 4th November 2016 at Glasgow's SSE Hydro, broadcast live on ITV2 and repeated on ITV.

Kanya King MBE, Founder and CEO of the MOBO Organisation explains: "MOBO has always had a social and cultural responsibility beyond the parameters of music, so we are proud to offer our platform and voice to play a part in delivering this important blood donation message that is fronted by talented MOBO Award nominee Lady Leshurr. With people from black and Asian communities more likely to have rare blood types, it is vital that we step forward and ensure we are represented in donor centres. By becoming a blood donor, you can become a lifelong lifesaver. It's time to change. It's time to represent."

Watch the full film here.